M2 PRESSWIRE-December 7, 2010-Bharat Book Bureau: Small Domestic Electrical Appliances 2010 - Market Report(C)1994-2010 M2 COMMUNICATIONS
RDATE:07122010
The small domestic electrical appliances market, as covered by this Key Note Market Report, includes the market for small kitchen appliances, personal-care appliances and other non-kitchen appliances (irons and hand-held vacuum cleaners). In 2009, the total UK market was worth [pound sign]976.9m at retail selling prices (rsp), a rise of 1.5% on 2008.
The small kitchen appliances sector accounts for slightly more than half of the total market and includes both staple commodity items, such as kettles and toasters, as well as more aspirational, high-end appliances such as espresso coffee machines. Appliances targeted towards healthy eating continue to enjoy positive sales, along with those that promise a professional result. Sales of appliances such as slow cookers have also performed well, as consumers are increasingly opting to cook low-cost meals from scratch at home, a trend boosted by the recession.
Personal-care appliances represent a third of the total market by sales value, with hair-styling appliances holding the largest market share within the sector, followed by shaving appliances and toothbrushes. Within the non-kitchen appliance sector, irons generate the largest number of sales, with steam generator irons also increasing their contribution to the market.
A number of the appliances discussed in this report are already operating in a stage of maturity, with high penetration levels seen across the majority of UK households. These items are directly influenced by consumers' replacement purchasing cycle and have shown some resilience during the current economic downfall. With consumer confidence and spending reduced, they may have held onto their appliances for a little longer; therefore, the market is in a strong position for future growth, with manufacturers concentrating on new design features to entice consumer upgrade purchases.
Initiatives such as the recent cut in VAT were implemented throughout 2009 to boost sales, with many retailers within the market continuing to offer this saving throughout the start of 2010. High degrees of discounting have led to a continued erosion of price, strengthening the position of the large multinationals within the marketplace at the expense of the small independent retailer.
The Internet continues to grow its share of sales within the market, boosted by its ease of price comparison and continued investment from the major retail groups. Future predictions indicate that, by 2020, expenditure of electrical goods online will surpass in-store electrical purchases.
After a more difficult 2009, the small domestic electrical appliances market is forecast to show a steady and sustained growth between 2010 and 2014. Rising population and household numbers will continue to provide a positive backdrop to the industry, with product and technological advances also expected to be a key feature of the market's future success. Environmental concerns and legislation will further impact on both manufacturers' designs and consumers' purchasing decisions; new appliances incorporating and meeting the changing needs of the consumer are expected to succeed in this highly competitive environment.
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